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Motivations
Understanding travel motivations is vital, as they tap into the emotional structures and needs which subconsciously drive our decision making.
The critical premise is understanding that any one person / family / group can have different motivations for different travel occasions. For example, a family may travel somewhere so that they can spend time with one another away from everyday life. Or, they could travel because they want their children to explore more of the country. Or, they could travel because they want their children to learn about the history of a place.
In this way, travel motivations are complex and multi-faceted. They can operate differently for different people, in that firstly, different trips throughout the year will serve different underlying motives, and secondly that there may be several motivations supporting the needs of a single trip. Because of this, looking to understand travel in terms of demographics, while useful and practical, can be limiting.
Ultimately, it is in understanding these deep emotional needs that will allow us to identify how to best shape travel experiences and provide for longer term domestic success.
Understanding the emotional needs supporting travel decisions allows us to enhance experiences
Travel motivations centre on moments of reset’
The energy resulting from our interactions with world, people and places, creates moments of reset The Reset Dynamic
It is on two axes that we can integrate travel occasions and plot motivations.
Energy is needed to drive any transformation and ‘Wind up / Wind down’ moments describe whether the occasion is driven by the release of energy or in its harnessing. ‘Wind up’ uses the energy within, enhanced by the atmosphere created by others or expended in the pursuit of adrenaline filled activities or experiences. ‘Wind down’ draws in energy via more quiet and reflective moments, where rest is needed to replenish both physical and mental wellbeing.
The way we interact with ourselves, those closest to us, and the outside environment forms the ‘world’ component of reset. Some motivations are there to strengthen personal relationships and bonds, and fulfil the emotional need to have meaningful connections with others. Other motivations form at the frontier of where we meet the outside world - the discovery of new and unexplored places, the challenges which different environments present.
Domestic Travel Motivations
Examining the ‘Moments of Reset’ model in conjunction with the full range of domestic travel occasions, seven motivational states have been identified.
These motivational states are:
• Social Energy: Reset by embracing vibrant and fun experiences
• Adventure: Reset through exciting and challenging experiences
• Exploration: Reset by exploring new or unfamiliar places and cultural activities
• Time Out: Reset by unwinding and treasuring special moments together
• Reconnection: Reset through spending time with close friends
• Bonding: Reset by nurturing and strengthening relationships with those closest to me
• Celebration: Reset through the celebration of milestones, achievements, reunions and special occasions
The Dynamics of Motivations
Identifying the primary motivation takes analysis of supporting detail, and profiling of the occasion (where, when, what, who and why). In overlaying this supporting detail we have sized each motivation - the proportion of trips taken for this reason.
Exploration (17%) and Adventure (16%) speak directly to discovery, stretching domestic visitors across the country’s breadth and depth, expanding experiences.
Social Energy (20%) interweaves elements of cultural exposure, events and night life which are important to activities, attractions and night-time economies.
Bonding (15%), Reconnection (11%), and Time Out (11%) have a greater focus on people than places. However, the hospitality industry has a direct role here in accommodating for the specific needs of travel groups such as families, younger and older unconstrained adults as each requires different facilities and services.
Of all travel motivations, Celebration (10%) falls somewhat outside the sphere of influence, as it is centred around visiting family or friends to mark a special occasion or celebrate achievements or milestones.
The moments of reset framework
Travel motivations centre on moments of reset. Moments of reset can be described on two axes:
• The state of energy driving the transformation: Wind up / Wind Down • The focus on emotional connections versus external stimulation: Nurturing my World / Engaging the World.
